February 25, 2022 3 min read
Many years ago, becoming a well-known makeup artist depended on who you knew and the clients you worked with. Today, gaining popularity and becoming an influential makeup artist is much more attainable and possible with the number one networking and marketing tool for makeup artists: social media.
Social media tools like Instagram and TikTok have given makeup lovers and artists a chance to showcase their talent, network and collaborate with other artists or brands, and attract new clients.
With 967K followers on TikTok (and counting) and an ever-growing Instagram presence, Romanian celebrity makeup artist, Malvina Isfan, knows a thing or two about using social media to grow her makeup career.
She's captured the world's attention with content showcasing her signature bold looks and bright color choices with over 14M views on TikTok alone and doesn't plan on stopping any time soon. Today, she collaborates with brands and works with celebrity clients to create dramatic and colorful makeup looks.
Malvina began using social media in 2014 as a way to showcase everyday makeup looks on her friends. She consistently posted and began to share editorial work and personal projects where she was free to express her artistry. Fast-forward to 2019, Malvina had her 1st viral post, and the rest is history.
We've sat down with Malvina, and she was gracious to give us her best tips for beginner makeup artists that desire to build an online presence and collaborate with makeup brands.
True for any line of work or industry, Malvina explained that love and passion for the craft are necessary to move up in the industry. "Make sure it's what you love to do. Because when you love what you do, you don't feel stress, tiredness, frustration, or hunger as much. When you find something that you love, put your blood, sweat, and tears into it."
"Be realistic about your expectations." What you see on social media is a highlight reel. What you don't see is the hard work and consistency behind it regardless of the circumstances. Make an effort to create professional content that your audience will love. For example, Malvina uses professional and portable bright lighting to capture her makeup looks, sources catchy and trending music on TikTok, and consistently posts. Setting realistic expectations on what you can, can not, and want to do, is key to keep moving forward. Expecting to grow as a makeup artist or a beauty influencer without putting in the work is detrimental to your career.
"There's a whole lot of work out there for makeup artists," Malvina suggests figuring out which area or niche within the industry you want to work in and stick to it. There are many different realms in the makeup world to choose from, like theater makeup, tv, salons, editorials, fashion, and photography.
"Be mindful about the kind of products you invest your money in at the beginning." Starting out for anyone is difficult, especially when you're first building your kit. You may want to get your hands on the latest eyeshadow palette or turn to high-end brands to make an impression on clients, but Malvina insists that the least obvious products are the best choices in the beginning.
Knowledge and inspiration are in every corner of the internet, but sometimes that can hinder your makeup style development. "I would encourage you to not focus on anyone or two or three artists but to see a lot of artists' work so you have a bigger view of what makeup is and to prevent you from unconsciously imitating artists because that's what you see repeatedly."
Be true to you. Malvina is a big believer that when working with brands, you should work with those you genuinely believe in. Accepting many different collaborations, in the beginning, may seem like a dream come true, but if you're tied to a brand you don't align with or don't enjoy their products, followers will notice it. When you truly enjoy the products, it will show through in your work.
Malvina is a force to be reckoned with in the beauty industry, and she's only just getting started. Even through the pandemic, Malvina made it her mission to focus on her profession and art form by spending long hours in her studio creating content for social media and growing her online presence.
Her last words for us?
"Everyone who has a dream, big or small, remember that you have to start somewhere, and you have to be patient and love yourself. You never know where the road is going to take you."